2021 AUTOMOTIVE NEWS EUROPE RISING STARS
Daniele De Leonardis,
39
Customer Management Officer (Italy), Stellantis
What was your first automotive job and why were you interested in the industry?
In 2010 I oversaw the launch of the Mirafiori Outlet, which is an online used car sales platform for what used to be Fiat Chrysler Automobiles [and is now Stellantis]. I was so fascinated by the idea of starting the digitalization journey within an industry that was very deeply linked to the offline experience.
Daniele De Leonardis
Born: Brindisi, Italy
Nationality: Italian
Languages: Italian, English
Education: Bachelor's degree in telecommunications engineering, Politecnico di Torino, Turin, Italy
Your greatest achievement?
It was the way I managed to switch the team's way of working during the COVID-19 pandemic. Although presentations couldn't be held with a live audience, we still managed to organize the world's largest digital event for [Fiat performance subsidiary] Abarth. This event kept the Abarth community engaged, informed and satisfied. It worked because of the strong culture we built within the team, which embraced the new working philosophy. Everyone felt empowered as we challenged the status quo.
What was your biggest failure and what did it teach you?
At one point I was worried about failing at something, which caused me to procrastinate. Unfortunately, a competitor had a similar idea and launched it much quicker than we did. This experience taught me to trust my instincts.
What is your current challenge at work?
We are changing the way we buy advertising space on TV. We have identified a strong correlation between TV ad exposure and specific digital KPIs [key performance indicators]. Buying TV media in a data-driven way is done to maximize ROI [return on investment] and represents a major breakthrough for agencies and TV advertisers.
Career highlights
2021-present: Customer management officer (CMO) business center Italy, Stellantis, Turin, Italy
2020-2021: Head of digital media and analytics Europe, Middle East and Africa, Fiat Chrysler Automobiles, Turin
2019-2020: Fleet communication and sales planning, FCA, Turin
2018-2019: Head of Abarth brand and marketing communications, FCA, Turin
2010-2017: Head of digital business center, FCA, Turin
2006-2010: Business development manager, Gameloft, Milan, Italy
2005-2006: Marketing specialist, H3G, Milan
What is the best advice you have ever received?
It doesn't matter whether you succeed or fail at something as long as you always play in attack mode.
What advice would you give to a person considering a career in the auto industry?
The automotive world is quite complex. That's why it makes sense to set your own individual priorities for yourself and then simplify. It's always better to completely finish a task. It doesn't have to be perfect, but it should be done.
What job do you really want to have in the future?
I have never said no to new opportunities. While I'm open to anything new, I'm also quite focused on my current job. Things are fantastic right now.
What do you do to relax?
I like to spend time with my family. I also enjoy playing football with my friends.
What is your dream location to live?
I was born near Valle d'Itria, Italy, and I hope to return to my roots there some time in the future.
What is your favorite driving song?
It is “Vado Al Massimo" by Vasco Rossi.
What was your favorite road trip and why?
A trip I took to Japan that wasn't purely a road trip. I really enjoyed getting to know this completely different culture. The people were great. This trip really helped to open my mind in many ways. I enjoyed it tremendously.
What was your first car?
A Fiat Punto.
Current car?
A Jeep Renegade plug-in hybrid.
If you were a car, which one would you be?
I would be an Abarth 595.